Your Sales Page Is Doing the Heavy Lifting
Here's something most course creators don't realize.
Your sales page works harder than you do.
It talks to prospects 24/7. It answers objections you're not there to address. It convinces strangers to trust you with their money.
Get it right, and your course sells itself.
Get it wrong, and no amount of traffic will save you.
Today, I'm giving you the exact template that works. Seven sections. In order. Follow it, and you'll have a sales page that converts.
The 7-Section Sales Page Framework
Before we dive in, here's the overview:
- The Hook – Grab attention, promise transformation
- The Problem – Agitate the pain they're feeling
- The Solution – Introduce your course as the answer
- The Content – Show what's included
- The Proof – Build trust with testimonials and credentials
- The Offer – Present pricing and bonuses
- The Close – Handle objections and create urgency
Let's break each one down.
Section 1: The Hook
Goal: Stop the scroll. Make them want to keep reading.
This is the first thing visitors see. You have about 3 seconds to capture attention.
What to Include
A headline that speaks to their desired outcome:
Not: "Welcome to My Photography Course" Yes: "Take Photos Your Friends Think Were Shot by a Pro"
A subheadline that adds specificity:
"Learn the exact camera settings, composition techniques, and editing secrets that transform snapshots into stunning images—even if you're still using auto mode."
A visual hook:
Course mockup image, compelling photo, or short video preview.
Hook Formula
[Desirable outcome] + [Timeframe or specificity] + [Without common pain]
Examples:
- "Build a profitable newsletter in 90 days—without needing a huge following"
- "Master Spanish conversation in 8 weeks—even if you failed language classes in school"
- "Create a 6-figure course business—without being an influencer"
Section 2: The Problem
Goal: Show you understand their pain. Make them feel seen.
Before you can sell the solution, you need to agitate the problem.
This isn't manipulation. It's empathy. You're saying: "I know what you're going through."
What to Include
Describe their current situation:
"You've been wanting to learn photography for years. You've watched YouTube tutorials. Maybe you even bought a nice camera. But your photos still look... amateur."
List specific symptoms they recognize:
- Your photos look flat and boring
- You don't understand what all those camera settings do
- You spend hours editing but still aren't happy with results
- You see other people's photos and wonder "how did they do that?"
Acknowledge failed attempts:
"You've tried free tutorials. You've read blog posts. Maybe you even took a class once. But nothing seems to stick."
The Key
They should read this section and think: "This person gets me."
Section 3: The Solution
Goal: Position your course as the bridge from their problem to their desired outcome.
Now that they feel understood, introduce hope.
What to Include
Introduce your course:
"That's exactly why I created [Course Name]—a step-by-step system to help you [achieve outcome] without [common pain]."
Paint the after picture:
"Imagine confidently picking up your camera, knowing exactly what settings to use. Imagine your friends asking 'Did you hire a photographer?' when they see your vacation photos."
Explain why this is different:
"Unlike random YouTube tutorials, this course gives you a complete system—from camera basics to advanced editing—so you never wonder 'what should I learn next?'"
Solution Formula
[Course Name] is a [format] that helps [ideal student] [achieve outcome] so they can [ultimate benefit].
Section 4: The Content
Goal: Show them exactly what they're getting. Make it feel comprehensive.
People buy transformation, but they evaluate content.
What to Include
Module-by-module breakdown:
Module 1: Camera Foundations
- Understanding aperture, shutter speed, and ISO
- When to use each camera mode
- The 3 settings I use 90% of the time
Module 2: Composition Mastery
- The rule of thirds (and when to break it)
- Leading lines and framing techniques
- How to create depth in flat scenes
(Continue for all modules)
Highlight tangible deliverables:
- 6 hours of HD video lessons
- 12 downloadable editing presets
- Practice assignments with feedback
- Private community access
- Certificate of completion
Pro Tips
- Use benefit-driven bullet points, not just feature lists
- Bold the most compelling items
- Include "quick win" lessons students get immediately
Section 5: The Proof
Goal: Eliminate the "but will it work for me?" doubt.
People don't trust marketing. They trust other people.
What to Include
Student testimonials:
The best testimonials include:
- Their starting situation (relatable struggle)
- What they achieved (specific outcomes)
- How they feel now (emotional payoff)
Example: "Before this course, I was embarrassed to show anyone my photos. After just 3 weeks, I took family portraits that my sister literally framed. I never thought I could do this." — Sarah M.
Quantity matters:
3 testimonials = okay 7–10 testimonials = convincing Screenshots/videos = even better
Your credentials:
Why should they listen to you?
- Years of experience
- Notable clients or employers
- Publications or media features
- Results you've achieved
- Relevant certifications
Keep this brief. Students care more about your students' results than your resume.
Trust indicators:
- Number of students enrolled
- Star ratings
- Media mentions
- Guarantees (we'll cover this in Section 6)
Section 6: The Offer
Goal: Make the investment feel like a no-brainer.
This is where you present price, bonuses, and guarantees.
What to Include
Clear pricing:
Don't bury the price. State it clearly.
"Get instant access for $297"
Or with payment plans: "One payment of $297 or 3 monthly payments of $109"
Bonus stack (optional but effective):
Bonuses add value without lowering price.
- Bonus 1: Editing preset pack ($47 value)
- Bonus 2: Live Q&A recording ($97 value)
- Bonus 3: Gear recommendation guide ($29 value)
"Total value: $470 — Today just $297"
Guarantee:
Reduce risk. Common options:
- 30-day money-back guarantee
- "Try it for 14 days" policy
- Satisfaction guarantee
"If you're not completely satisfied within 30 days, email me and I'll refund every penny. No questions asked."
The Buy Button:
Make it obvious. Make it clickable. Repeat it multiple times.
Section 7: The Close
Goal: Handle remaining objections and push toward action.
Most visitors who get this far are interested. They just need a final nudge.
What to Include
FAQ section:
Address the objections they haven't asked but are thinking:
- "What if I'm a complete beginner?"
- "How long do I have access?"
- "What equipment do I need?"
- "What if I don't have much time?"
- "Is there a money-back guarantee?"
Urgency (if genuine):
If you have real scarcity, mention it:
- "Enrollment closes Friday at midnight"
- "Only 50 spots available"
- "Launch pricing ends Sunday"
Don't fake scarcity. People see through it.
Final call to action:
End with a direct, encouraging invitation:
"You've made it this far because you know photography matters to you. Don't let another year pass wondering 'what if?' Click the button below and start your journey today."
One more button:
The final button should be prominent and clear.
Full Template Summary
Here's your fill-in-the-blank structure:
1. Hook
- Headline: [Desirable outcome they want]
- Subheadline: [Specifics + without common pain]
2. Problem
- Describe current frustrating situation
- List 3–5 symptoms they'll recognize
- Acknowledge what hasn't worked
3. Solution
- Introduce course as the answer
- Paint the "after" picture
- Explain why this is different
4. Content
- Module breakdown with outcomes
- Tangible deliverables list
- Quick wins they'll get
5. Proof
- 5–10 student testimonials
- Your brief credentials
- Trust indicators (students, ratings)
6. Offer
- Clear price (and payment plans)
- Bonus stack with values
- Guarantee
7. Close
- FAQ answering objections
- Urgency (if real)
- Final CTA and button
Common Sales Page Mistakes
Too Much "We" and "I"
The page should be about THEM. Use "you" constantly.
Feature Dumping Without Benefits
"6 hours of video" means nothing. "6 hours of step-by-step guidance so you never feel lost" means something.
No Social Proof
Even 2–3 testimonials beat zero. Launch with beta student feedback if needed.
Buried or Confusing Pricing
Don't make people hunt for the price. State it clearly.
No Guarantee
Risk reversal dramatically increases conversions. Offer one.
Too Short
Long-form sales pages work for courses. Don't be afraid of length. People who are interested will read.
Your One Small Win Today
You don't need to write the whole page today.
Just write Section 1: The Hook.
Draft 3 headline options using the formula: [Desirable outcome] + [Timeframe or specificity] + [Without common pain]
Pick your favorite. You're 14% done already.
Next Step: Your sales page is ready. Now you need traffic. Read Email Marketing for Launches—the 5-day sequence to warm up your audience before you open the cart.